7 Effective Strategies to Market Your Published Book

Marketing a book that’s been out for a while can feel like an uphill battle for a self-published author. The book trade has always been heavily geared towards promoting new releases, leaving older titles at risk of being unfairly overlooked. For self-published authors, this challenge can be even more significant without a publisher's backing to help sustain momentum.

But don’t worry; it’s not too late to give your book a fresh boost. With the right strategies, you can reignite interest, attract new readers and extend your book’s sales lifespan. In this article, I outline the most common and effective marketing strategies for authors looking to market their already published books successfully.

1. Understand the Challenge of Marketing an Older Book

Marketing a book that’s been out for some time presents unique challenges. The book trade is heavily focused on new releases, with retailers, media outlets and reviewers often prioritising newly published titles. This is partly because new books are seen as more newsworthy and straightforward to promote, while older titles may struggle to maintain visibility and could be considered ‘old news’. As a result, books published for a while can quickly fade from the spotlight, making it harder for authors to sustain sales.

However, this doesn’t mean your book’s sales journey is over. You can successfully extend your book’s shelf life with perseverance and the right approach. You can breathe new life into your book by revisiting your marketing efforts, exploring fresh promotional tactics and targeting new audiences. Many authors have found success by leveraging online advertising, engaging with book clubs, or even republishing their books with updated content or design.

The key to marketing of any kind is consistency. Ongoing promotion can help your book remain discoverable long after its initial release. With a strategic plan, there’s every chance your book can continue to reach new readers and generate sales.

2. Leverage Online Advertising for Visibility

Targeted online advertising effectively boosts your book’s visibility, especially if it’s been published for a while. Platforms like Google, Facebook, and Instagram allow you to put your book directly in front of readers who are most likely to be interested.

With Google Ads, you can target search terms that align with your book’s genre or themes. For example, if you’ve written a gripping thriller or a heartwarming romance, your ads can appear when readers search for similar titles. This ensures your book reaches people who are actively looking for their next read. On Facebook and Instagram, detailed audience targeting tools let you promote your book to readers based on their interests, demographics, and online behaviour. Whether you’re targeting crime fiction fans, memoir enthusiasts, or YA readers, these platforms allow you to create highly focused campaigns that connect your book with its ideal audience. 

The beauty of online advertising lies in its flexibility. You can control your budget, test different ad styles, and refine your approach based on performance. With the right targeting and messaging, online ads can be a powerful tool to reignite interest in your book and drive fresh sales.

If you’re unsure where to start or want help understanding whether advertising is right for you, our Targeted Online Advertising Service can help. We create tailored campaigns designed to connect your book with the right audience.

3. Maximise Social Media Promotion

Social media is one of the most powerful tools for promoting your book and connecting with readers. It’s important to share engaging content regularly to make the most of these platforms. Posting snippets of your book, memorable quotes, behind-the-scenes insights, or positive reader testimonials can spark interest and encourage followers to engage with your content.

In addition, visuals play a crucial role in grabbing attention. Eye-catching graphics, book mockups, and well-designed promotional images can stand out in the crowded social media feed, making your posts more shareable. Using tools like Canva to design eye-catching but simple visuals unlocks the ability for even a novice designer to attract an audience through visual content.

Another effective strategy is to collaborate with other authors, book bloggers, or influencers. Partnering with influencers in your genre can help you tap into their established following, expanding your reach and increasing your book's visibility. Joint giveaways, guest blog posts, or cross-promotions can generate buzz and create valuable exposure for both parties.

By consistently posting engaging content, using visuals, and collaborating, you can maximise your book’s presence on social media and attract a broader audience.

4. Engage with Events and Book Clubs

Participating in local events is a great way to promote your book and connect with readers face-to-face. Reach out to libraries, bookshops and literary festivals to offer talks, book signings, or readings. These events provide opportunities to engage with your local audience and create buzz for your book.

Book clubs are another valuable resource. Reach out to clubs that align with your genre and offer to participate in their meetings in person or via video call. Provide discussion points or offer to answer questions about your book. This personal engagement can foster deeper connections with potential readers.

If local events aren't an option, virtual events like live Q&As, online readings or writing workshops are an excellent way to engage directly with your audience. These events allow you to connect with readers from anywhere, creating an interactive and personal experience that can boost interest in your book.

5. Consider Republishing Your Book

While it might seem drastic, republishing your book can effectively reignite interest and boost sales. By relaunching your book, you can tap into new opportunities for trade marketing, media campaigns, and retail visibility, typically available only for new releases. Republishing also allows you to revise your cover art, update your blurb and improve your metadata, ensuring your book looks more appealing and aligns with current market trends.

Before republishing, take a close look at your book's current edition. Ask yourself if the cover art feels outdated or the blurb effectively conveys your book's appeal. Updating these elements can make your book more eye-catching to potential readers. Consider also whether your metadata - keywords and categories - is optimised for maximum discoverability.

Another important step is to relaunch with a new ISBN. This can create a ‘new’ version of your book for retailers, allowing you to access fresh promotional opportunities and media attention.

If you’re interested in republishing, we can help you. Our in-house team executes a comprehensive suite of self-publishing services for hundreds of self-published authors a tear, including cover design, printing, editorial, marketing, sales and distribution, to help you relaunch your book successfully.

6. Maintain Momentum with Ongoing Efforts

If republishing isn’t the right option for you, there are several other ways to change elements of your book to maintain momentum and increase your book's visibility.

Refreshing your book description and metadata is a simple but effective strategy. Update your blurb to make it more engaging, and ensure your keywords and categories are optimised for searchability. This will help your book appear in relevant searches and improve discoverability.

Another option is to offer limited-time discounts. Promotions like Kindle Countdown Deals or temporary price drops can encourage readers to act quickly and generate new sales. These promotions create a sense of urgency and can breathe new life into your book. Our Digital team execute these on behalf of our authors all the time and has had great success with price drops and ebook promotions.

Finally, you can be more direct with your marketing approach. For example, building an email list is a powerful way to connect with your readers directly. Regular newsletters inform readers about new projects, promotions, and updates while giving you a dedicated channel to promote your book to an engaged audience. Author websites are another great way of promoting your book on a dedicated platform where you can completely control the narrative. You could write a blog article on your website, offer an exclusive discount, or start a forum to facilitate discussion.

7. Start Marketing Your Book Yesterday!

Marketing an older book may seem challenging, but it’s far from impossible. My biggest advice for all those authors looking to boost their book sales is simple: there is no better time to start marketing your book than now. 

By understanding the hurdles of promoting a title that has been out for a while, you can adapt and implement strategies to keep your book visible and relevant. Whether you leverage online advertising, make the most of social media, engage with local events and book clubs or even refresh your book's content, there are multiple paths to extend your book’s sales journey. Some paths will lead to limited results, but others may prove fruitful and help you achieve your sales and marketing goals.

Consistency and creativity are key. With a targeted approach, ongoing promotion and the right tools, you can continue to reach new readers and sustain your book's momentum long after its initial release. If you think republishing or making significant changes to your book could help, consider those options to tap into fresh opportunities.

Remember, every book has the potential to find its audience at any stage. With perseverance, a bit of strategy, and consistent effort, you can continue to make an impact with your self-published book long into the future.